AI is not an apocalypse for journalists, media, and PR professionals – it's salvation

Artificial intelligence, far from signaling the end of journalism, may actually be its savior, an analysis suggests. The current media landscape is characterized by constant dopamine hits from smartphone notifications and attention-grabbing headlines, making users ideal fuel for algorithms. Experts initially predicted AI would flood the market with cheap, automated texts, destroying the media industry.

However, the reality could be the opposite. The ease with which AI can produce grammatically perfect and seemingly substantive texts at lightning speed is redefining quality. Many publishers have relied on the mass production of shallow content, often optimized solely for search engines. This race for free organic traffic appears to be ending as AI makes "craftsmanlike perfection" cheap and ubiquitous, thus worthless.

This shift signals a fundamental end to the era of traditional search engines, moving from SEO to "GEO" – optimization for answer engines. Users will no longer click through dozens of links for simple information, receiving synthesized, emotionless answers directly from algorithms. This diminishes the value of low-value content production and, in the long run, will create space for materials of genuine worth.

AI was initially envisioned as a tool for emancipation, freeing up time for reflection and creativity by handling routine tasks. Instead, it has led to a "paradox of imprisonment" within these conveniences, trapping users in a cycle of facilitated but ultimately isolating digital engagement.